Businesses in Roanoke see positive impacts during Dickens of a Christmas

Roanoke, Virginia – Roanoke is alive with excitement, all thanks to the annual Delta Dental Dickens of a Christmas. This cherished holiday custom attracted a surge of visitors and shoppers to the region, giving a significant lift to local enterprises.

Each year, a multitude of visitors converge on Star City for the Dickens festivities, and the local shops that line the streets are enjoying the benefits. Troy Creech, a resident of Chicago, shared his enthusiasm about returning to the area.

“I visit Roanoke nearly every year around Christmas because I truly enjoy the atmosphere of Roanoke during the holiday season.” This place is stunning; it truly is a wonderful city.
“Additionally, my wife enjoys shopping, making it beneficial for both of us,” Creech stated.

“They’ll mention that we visited last year, and I enjoyed it immensely, thinking about the chocolate.” “I needed to return for it,” stated Carly Almarez, the manager of Chocolate Paper Display.

Throughout three Fridays, Dickens of a Christmas highlights the small businesses that are central to the celebrations.

“This is truly what helps them navigate through January, February, March, and into the summer.” This period marks a significant opportunity for them to generate the majority of their revenue. “It’s wonderful to invite people to join us, create lasting holiday memories, and explore the fantastic small businesses we have in downtown,” stated Izzy Post, the Marketing and Communications Director for Downtown Roanoke Inc.

La De Da, a bohemian fashion store located on Church Avenue, has experienced a notable rise in foot traffic amid the holiday events.

“The second night of Dickens showcased a significant improvement with the parade.” Many individuals express their admiration; we enjoy listening to them as they enter and remark on the abundance of things to explore and how captivating it is. La De Da Manager Sierra Boyd noted, “We’ve also heard from many people who are interested in shopping online and eager to place online orders.”

Located just a few doors away, the well-loved Chocolate Paper store has become a favored spot for holiday gift shopping.

“Our regular customers are enjoying their chocolate during lunch.” Individuals are receiving gifts and cards. This is recognized as the go-to destination for that. Additionally, there is a nearby hotel attracting visitors. As they stroll through downtown, they’re discovering recommendations on places to explore. “They are coming for us,” Almarez stated.

Almarez noted that during Dickens, the store’s revenue increased threefold compared to an ordinary Saturday.

“We ramp up our efforts, and a significant portion of our sales occurs in the fourth quarter and during the Dickens event.” Additionally, we handle numerous corporate orders. “However, when you consider Dickens alongside corporate orders, it truly accumulates,” Almarez remarked.

As the festive Dickens of a Christmas event comes to a close, local business owners are urging shoppers to keep supporting their shops all year long.

Dickens of a Christmas concludes on Friday, December 20, from 6 to 10 p.m. The Roanoke Valley SPCA Pet Costume Contest is set to begin at 6:30 p.m.